This is the SalesHeroes podcast, bringing superpowers to sales professionals.
We came here for another episode of the SalesHeroes podcast, and today we are here with André, current CEO of Big Force commercial consultancy, who has been our partner here at Reev for a long time.
Let’s not talk about 3 B2B challenges answering once and for all:
He will talk about how to engage leads in prospecting.
How to engage leads in prospecting?
Challenges in prospecting
Starting with the first challenge, which is prospecting, we know that finding your ideal client is the biggest difficulty in our huge Brazil.
Here at Big Force we have two fronts: one is consulting, where we help define the ideal client profile, both company and position, and within that there are two aspects, which is the fully digital client and the more analog one, so we can find here these two profiles.
If the customer wants to go it alone, we have the tools-only part, where we provide tools and our partners too, but the big point is to define your market demand.
If you define your ideal customer profile, you can move on to the next steps, which are engagement and control.
You serve very different markets. What is the tip for these companies to define the ideal customer profile?
The biggest challenge for most companies is precisely to find this person, this customer.
The tip I give is first to use tools such as Sales Navigator , a tool often used by team of capital smart city Islamabad in the real estate sector.
Another tooltip is Snov. Yo, which can extract the data from LinkedIn and you can have email validation, the company’s LinkedIn, region where the person is.
Another tool we suggest is upMiner, which is from upLexis, which has some features such as filters that you can do there and hypersegment in the region you want.
Always think about what pains you help to resolve and how you help to resolve. Then you can go to this point, which will be very interesting and make it run very dynamically.
It’s looking at what you solve, getting to know their cases and using some tool to help you reach and bring these people closer to you and effectively do a job with them.
This includes the process we implemented, the kanban prospect, where we have the activities, pains, dreams of this lead, and in return we analyze with you the pain resolution cases and the success cases that your company does, and we create templates, we set up the processes and flows based on that.
Engagement: how to make the most of the list
We know that in the prospecting market, if the seller does not have a tool or is not used to the market, on the third or fourth attempt to contact him, he will already give up on the lead.
And we know that complex sales, even more focused on industry and services, will require a little more time to close the deal.
Reev, which is our partner platform, complements everything we are talking about.
Let’s set up the strategy, templates, flows, define tags.
We have already left everything we need in the tool and prepared the SDRs.
I even suggest that you and your team take the free Reev Academy courses, Sales Engagement, Sales & Marketing and Sales Management is also important, among other courses we suggest.
We prepare the SDRs with quality courses for them to do the prospecting part. And then there is monitoring, the tool does not work alone.
We do weekly follow-ups, mainly checking connection rates, analyzing open and response rate to see if there are any corrections or adjustments to make, and we also do MQL to SQL analysis within the sales funnel.
We have the market benchmarks, so we analyze the appropriate connection rates for each market.
What is it like to deal with the introduction of technology into new markets every day?
We have CEOs who say “André, I never imagined in the industry and service market, using this type of technology”, they are amazed at how we manage to take customer data, play it in the system, control these rates.
He feels at the forefront of what his competitors are doing and he feels competitive and he really is getting results.
Remembering that a killer cold call is one that you can show that you can solve the lead problem, you get a very good connection.
If you have your pitch correct saying who you are, why you’re calling, doing all the pitch and presentation step-by-step, you have a much higher conversion rate, so that’s some feedback I want to bring.
Bringing technology to the sales force involves the mindset of the owner and the sales team.
Besides technology and mindset, what else is essential for engagement?
It is always good to build the sales process, define it from the strategic part, the strategic pillars and the strategic consequences of this sales process.
We also suggest taking a look at the financial overview to see if your overhead, for example, is adequate for what you are investing in sales.
It is important to understand whether to go up or down the ruler. Based on that, we do an analysis and then we go to the commercial.
We once took an engineering company that was not being affected by the crisis, but it saw that it needed to improve and have more strategic management, assess the financial and improve sales tools to strengthen the sales team.
It is not because he was not in crisis that he sought to develop the company, he does not need to be having problems in the company to seek to improve it.
What has it been like to work with companies in the industry in this current scenario?
We realized that the best acquisition channel is being LinkedIn.
We are able to talk to industry people through LinkedIn, they are more present in this network because technology is demanding that they are more present digitally.
Email is also a channel that works very well, a support channel, but LinkedIn and liaison are being the most effective for us.
In our outbound process, which is our focus, if before we were doing it 10 times, for example, now we are multiplying by 10, we are doing it 100 times.
In this pandemic moment don’t expect you to close all deals now. The idea is that you plant the seed, do the seeding, and right ahead you will reap these fruits.
So it’s nice to create a reengagement flow to keep this lead informed of what the service resolves so it doesn’t get lost in the funnel.
What is the best way to work control within a sales process?
We know that there are two moments: the prospecting moment, the prospecting funnel is one thing. And the business opportunity control funnel is another.
For good market practices, we at Big Force analyze, for example, if the client’s team has Inbound/Outbound teams, we always suggest splitting the teams.
If you have a guy who only prospects and a guy who only gets his hands raised via inbound, if you put this person to do both, he’ll probably prioritize who will have the hand raised, since it’s easier to talk with this person and she will be more educated.
So the first thing is to analyze your process, check which are the acquisition channels you are going to bring this guy, especially inbound and outbound, and fix this funnel.
So making the prospecting funnel is important, making the main funnel is also important.
Also remembering that for industry, we have a portfolio funnel and a funnel that came from prospecting for new business, so it’s important for you to be able to see the metrics and KPIs and you can start to see how many leads come from each source.
If you could name two metrics for managers and salespeople to track, which would they be?
Always conversion rate and sales cycle. The two tools we have adapted can measure this, so the sales cycle is for you to analyze how long it takes you to close your lead.
And the conversion rate is precisely to see how effective your team is being at closing.
The two main metrics are these. In both, you can easily see inside the tool, in real time, so Reev is the one I suggest for this moment, for anyone looking to engage the team.
And remembering that the tool does not walk alone. None of them walk alone.
There has to be follow-up, it’s no use playing for the team to get by, you need to follow up at least 3 times a week with the team and have a forecast review at least once a week, especially in this moment we are living.